Lee’s Famous Recipe Chicken

Leveraging Lee’s Recipe for Success to Create Record Same Store Sales Increases

Since 1966, Lee’s Famous Recipe Chicken has been serving up the kind of food that continues to build a loyal following. And for over a decade Stone Ward’s mission with Lee’s has been clear – create awareness and positive perception of the brand while at the same time, driving ever-increasing sales at the store level.

Lee’s Famous Recipe Chicken logo
Honey Dipped Hand Breaded Pressure Cooked

Research Showed Appeal and Opportunity

In 2022 as we entered a new year of promos for the QSR, research showed us that Lee’s customers viewed our chicken as a premium product with broad appeal. Our opportunity was to pivot both Lee’s in-store and external messaging strategy in an all-new direction that contemporizes the brand and appeals to a wider range of customers (particularly Millennials and Gen Z).

Our Strategy Made the Food Shareworthy

Through this new strategy, we are able to truly showcase the premium aspect of Lee’s Famous Recipe Chicken with expert food styling, amazing photography, fresh music and art direction that allows the food to be the star against a palette of colors that are instantly recognizable as Lee’s.

Lee’s Chicken Sandwich
A Kick Above the Rest - Spicy Chicken Sandwich Combo Handheld Perfection - 12pc Strips Meal The Combo That Can't Be Beat - Chicken Breast Combo
Turn Any Gathering Into An Event - Lee's Catering Treat Your Thirst Right - Add A Drink To Any Order

2022 Promotional Graphics

The result is a more cohesive brand campaign that can evolve through the promotional periods, add energy to the brand story and create impactful still and video elements. These elements can be used effectively for shareable social media, targeted digital media campaigns, website content, and other applications, including local store marketing.

Social Videos

Results That Can’t Be Denied

The new campaign continues to build on Lee’s unparalleled double-digit growth over the past decade – including 45 of 49 quarters of record sales.

We provide these services for Lee's on an ongoing basis:

  • Strategy
  • Digital
  • Content
  • Brand
  • Media
  • Social Media
  • Creative
  • Public Relations
  • Activation